In the latest episode of El Periscopio, Carolina Villalobos, head of product design at Accenture, had an interesting conversation with our design director, Marc Fabra. They discussed their trip from Colombia to China and Europe, as well as their vision of design, corporate culture and innovation.
Design in China: speed and agility
Carolina began her career in China, where she experienced the culture of innovation and speed. "In China, designers must be agile and ready to launch products ahead of the competition," Carolina explained, arguing that "The culture of 'being first' drives innovation and design for the masses in the Asian giant."
Carolina highlighted how the pressure for speed is deeply ingrained in Chinese culture and how this constant evolution is reflected in the design process.
Culture shock and similarities
Carolina mentioned the initial culture shock, but emphasized that: "Both China and Colombia are developing countries, and some shared behaviors and attitudes allowed me to connect with the culture of my home country".
She says that fully immersing herself in the experience helped her find many answers to the culture shock she initially faced.
Advantages of proximity to factories
Being close to factories in China gave Carolina important advantages, such as the ability to visit them, explore a variety of materials and techniques, and understand the technical constraints of production. Close interaction with suppliers and manufacturers allowed for quick iterations and remarkable efficiency in the design process.
Identity and originality in the fight against copycat markets
Carolina recognizes a growing appreciation for design, identity and originality in China, despite the dominance of copycat markets. European design agencies bring differentiation to this market through design.
The change from "made in China" to "designed in China".
Carolina has observed a shift over the past decade as Chinese designers aspire to move from "Made in China" to "Designed in China." This shift highlights the quality, differentiation and originality of Chinese design, along with competitive pricing.
The importance of user research
Carolina highlighted a project in which she successfully challenged a client's design assumptions through robust user research. This led to the creation of a working prototype healthcare robot in a record time of only four months, demonstrating the importance of connecting with users and creating high-value propositions.
Combining cultures in Europe
After working in China, Carolina moved to Germany to work for a Chinese company based in Munich before returning to Design Affairs. She admits to feeling somewhat impatient with the slower pace of the design process in Europe compared to the "fail fast, learn fast" mentality that characterizes the Chinese market.
Carolina is clear: "The European market would benefit from more experimentation, while the Chinese market could benefit from a greater commitment to originality and sustainability."
Sustainability and design at Accenture
Carolina reflects on her experience witnessing Accenture's acquisition of Design Affairs and highlights the clear commitment to sustainability, with dedicated teams focusing on various sustainability initiatives. In her current role, she leads industrial design projects and works closely with other design teams to create synergies and efficiencies.
"With Accenture's acquisition of Design Affairs, we have strived to maintain the culture of the design team through various initiatives: breakfasts, training sessions, design conversations, events and more."
Women's perspectives on design
Carolina reflected on her experience as a woman in the design field and emphasized the importance of female perspectives in product design. She noted that while the gender ratio remains unbalanced, female designers bring a unique sensitivity and approach to problem solving.
Inspirational design references
Carolina shared some of her design inspirations, such as Logitech, Joseph Joseph and Vespa. These brands exemplify how to combine functionality, originality and appeal in product design.
In summary, the conversation with Carolina Villalobos offers a fascinating insight into the world of design in diverse cultural and business contexts. She highlights the importance of speed, authenticity, sustainability and interdisciplinary collaboration to create innovative and successful products.
